Toyota ends heavy Olympic sponsorship; Shifts the focus to individual support for athletes

Toyota Motor Corp. will end its summit sponsorship with the International Olympic Committee at the end of 2024, The Yomiuri Shimbun has learned.

The company decided it was more appropriate to individually support athletes affiliated with the automaker.

In 2015, Toyota became the first automaker to sign a ten-year contract as a top Olympic sponsor, running until 2024.

Since the Rio de Janeiro Games in 2016, the company has supplied vehicles for athletes and officials at both the Summer and Winter Olympics, including the Tokyo Games in 2021. It is committed to supporting the upcoming Olympic Games in Paris as well.